simple relevance chicago ama big date presentation deck
TRANSCRIPT
We Make Your Digital Marketing Awesome & Lucrative
Create More Revenue
a lot
Erik Severinghaus CEOLong time in Email(Founding team for iContact)
Big Data NerdPatent #20080320482A1“Management of Grid Computing Resources Based on Service Level Environments”
Marketing KnowledgeKellogg MBA
About The Speaker:
[email protected] | 312-569-9431 | @SimpleRelevance
About SimpleRelevanceFounded by a co-founder of market-leading ESP iContact and Partner in IBM’s IT Optimization consulting team with 10+ years experience in digital marketing optimization.
Funded by top Venture Capitalists, incubated at the 1871 technology center in Chicago.
Patent-pending algorithm from University of Chicago researchers developed over 2+ years.
Market leading industry partners & Fortune 500 clients.
0
12.5
25
37.5
50
Mobile Social Display Search EmailReturn on Investment per $1 Spent
Email is Still King
Source: Direct Marketing Association
Politics Sports Marketing
The World Is Changing
Math Men
Accounting 101Income Statement How much money did you make?
Cash Flows Statement How much cash did that generate?
Balance Sheet What are your assets and liabilities?
The Balance SheetYour email list is probably worth millions of dollars. You should treat it like a valuable asset.
Mirrors Ecology
Business World
Understand The Value
The Challenge
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marketers can’t make data actionable for individuals
Most Email Is:
Batch & BlastMaybe A|B Testing
Some SegmentationReally Manual (“Hard”)
Email Should Be:
Personalized Totally Data Driven
Automated (“Simple”)
Data
Math You Like
Personalized Totally Data Driven
Automated (“Simple”)
30-300% Improvement in Email Metrics
The Process
Segment at the Individual Level to improve messaging and conversion with personalization
Close the Loop using data to continuously, automatically optimize campaign with a iteration cycle measured in minutes
Define Dynamic Workflows to move prospects through the funnel
Reporting Deploy Campaign Setup Campaign Identify Segment
Full Loop Marketing
crm profiles social shares, likes, profile info, email opens &clicks cart purchases and clicks
First Party Data
Third Party Data
auto content creation, demographics,other metadata
Taking Action
optimized, automated,
emails, tweets and other marketing
Use Cases
Optimize all email sends for time of day based on likelihood of conversion.
Optimize all email subject lines for likelihood to open.
Optimize creative, location, subject line, and time of day personalization for cross-sell messaging.
Optimize offers, creative, subject line, and time of day targeting for upsell communication.
Profile Li-Ning is the third largest sportswear company in the world, a market leader in Asia and emerging brand in the United States receiving endorsements from superstars such as Dwayne Wade.
ChallengeWhen Li-Ning launched in the U.S. they put tremendous emphasis on establishing a relationship with their customers. Because they were d i ff e r e n t , L i - N i n g w a n t e d t o personalize their experience.
SolutionAfter launching, Li-Ning introduced SimpleRelevance data personalization into their email campaigns
52% increase in revenue20+% AOV increases
Improvement
Profile The johnnie-O line has evolved into an apparel and lifestyle brand distinctly defined as "west coast prep". Items for men, women, and children include shirts, belts, hats, socks, sweatshirts, and specialty items.
Challengejohnnie-O wanted to increase online sales by sending data driven, personalized email marketing to its customers
Solutionj o h n n i e - O i m p l e m e n t e d S i m p l e R e l e v a n c e ’ s p r o d u c t recommendation engine into their branded emails
Improvement40-50% increase in revenue per email campaignSimpleRelevance quickly became johnnie-O’s most successful marketing strategy from an ROI perspective
Improvement 40-50% increase in revenue per email campaign
SimpleRelevance quickly became johnnie-O‘s most successful marketing strategy from an ROI perspective
Profile A successful Fortune 500 car manufacturer with headquarters overseas. Produces standard as well as luxury models.
ChallengeT h e m a n u f a c t u r e r w a n t e d t o incorporate SimpleRelevance’s data analytics into their social media marketing, specifically Twitter, to influence customer ’s purchase decisions when car shopping.
SolutionSimpleRelevance created tailored landing pages and integrated smart analyt ics into a custom twit ter m o n i t o r i n g t o o l t h a t a l l o w e d SimpleRelevance to deliver custom, targeted tweets to users who had tweeted about car shopping.
Improvement $160,000 in sales in the first month
“Those who get an offer [from SimpleRelevance] closed 2x more often than those who didn’t.“ – VP of Marketing
Get In Touch
Email: [email protected]: 202-431-5699Office: 312-569-9431 Twitter: @SimpleRelevance
http://www.simplerelevance.com
How It WorksThe SimpleRelevance engine tracks and analyzes every interaction between each customer and your email marketing.
For each message, we track a plethora of data points including: Time Of Day and Day of Week “From” Address, Subject Line, Word Count What Creative & Content Was Included What Links Were Clicked
We correlate those responses with each customer, as well as the existing demographic and psychographic data to build a predictive model for each individual customer.
We continuously learn with every interaction, so the system gets smarter with time.
Because the algorithms do the optimization, you don’t need to do it all manually.
Bayesian LearningThe system is constantly evaluating each of the data points that are integrated into our system, looking for both data points that resonate across segments of users as well as predictive elements that stand out for certain users.
With each new data point, the entire system becomes smarter.
The engine regenerates itself nightly, evaluating new data and updating propensity models to take into account new information.
The system can be tuned for different types of interactions and objects, optimizing on any number of variables so long as metadata is structured coherently.